Ask your clients these questions

I’ve used the same framework for a near-decade to build case studies and testimonials. Here’s the MAGIC formula:

Empathy ⇢ Raise the stakes ⇢ Bridge ⇢ Output ⇢ Life After

The very core of this process is built around these eight questions that you ask your client(s).

Pt 1: Empathy (life before)

These three first questions will help you establish why the category is important to the client, the problem they experienced before they found you, and what else they might have tried to overcome the obstacle (another different sub-category, indirect/direct competitor).

1. Why (and in what way) is [insert your category or sub-category] important or valuable for your brand/company?

2. What was the problem (frustration or pain point) you were experiencing before we started working with you?

3. Have you previously tried any other service, product, or agency to solve these problems?

Pt 2: The stakes & bridge (what you do)

Once you’ve established “Life before” you proceed to establish what’s at stake, and the role of your company. You can ask follow-up questions such as “… and why is that important?” to dig deeper (Aka ‘5 Whys’, Google it!)

4. In a few words, how would you describe what we do?

5. What was, in your opinion, the primary goal of our most recent project?

Pt 3: Output (life after)

The three final questions focus on the solution and outcome of your project. Notice how question #6 is leading but very broad, #7 focuses on the specifics, and #8 might lead to the discovery of something unexpected or surprising.

6. If you were to recommend us to a co-worker, peer or friend in the marketing industry, what would you say?

7. What, specifically, was your favorite part of working with us, and why?

8. What else did you find, learn or realize as a result of working with ____?

A couple of pointers:

• Unbiased is better. Framing matters. Ask your client if you can schedule 30 minutes and talk about their experience working with you. That’s it. Don’t mention testimonial or case study.

• Good, bad, and ugly. The eight questions I’ve shared are structured to develop amazing case studies. I would also add these questions at the end: “What could be better?” and “What’s something that we are not doing today that you think we could help you with?”. That last one is a million-dollar question by the way.

• Record / transcribe. So much work if you don’t and lots of options here. I like Circleback.

• Share a draft. Use the same 3-part formula to create your testimonial or case study. Share the draft with your client and say: “Thank you for taking the time with me the other day. I love the way you described how [insert specifics] and wanted to ask if I could share your story with other people who might be in a similar situation…?”. Share the draft, and invite your client to leave comments, edits, and suggestions.

And there’s more… 🍿 📺️ 👇️ 

… I JUST finished recording a quick mini-class with a detailed breakdown of the entire framework, the 8 questions, framing, and how to turn the answers into amazing stories & case studies…

… that you can use for years to build goodwill, empathy, and credibility with new potential clients.

The video will auto-play here (LinkedIn)

PLUS… There’s a link at the end of the video to the entire presentation/PDF.

That way you’ll have the questions in plain text, the video for added context, and the slides for future reference = trifecta of goodwill.

Talk soon,
– Aron